When people think about content marketing they tend to focus on the creative side. But effective content marketing is a blend of creativity and data. Data analysis is an active way of continuously listening to your customers’ needs and optimising the content you send out.
4 Develop (and scale) one-to-one campaigns
AI provides new, efficient ways of doing what marketers of luxury brands have always done: track, measure, assess and learn from customer behaviour to tailor product offerings and communications. With the right data and insight, any brand can target segmented audiences with personalised, customer-centric content.
One-to-one marketing is now cost effective for everyone. AI makes quick work of the huge amounts of data generated by content marketing activity. Fast moving brands can deliver innovative, relevant experiences that boost customer engagement, conversion and retention, at scale.
This is the only way brands can stay relevant. AI is being introduced into society in all kinds of ways. There are apps that will tell you what kind of flower you have just photographed with your smartphone. Some brands are already harnessing AI to improve customer interaction.
Online personal stylists can analyse customer information and feedback to improve future recommendations. Cosmetics brand, Sephora, has a Virtual Artist that allows customers to ‘try on’ make-up and provides product suggestions. ASOS Virtual Search makes personalised recommendations based on pictures taken on a smartphone – the AI identifies shapes, colours and patterns, cross-references with ASOS stock and suggests relevant products.
Customers expect their favourite brands to be similarly innovative. They will be loyal evangelists of those brands that are early adopters of innovation.
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